About.
U Beauty is an award-winning skincare brand built on the philosophy that precision science can simplify your routine.
Challenge: own the commerce experience behind every ad.
Meta Shops gave U Beauty almost no control over layout, messaging, or how products were presented. The brand needed a platform where they could build experiences that reflected how they wanted to sell, and keep improving them over time.
"There's really no customization, you're limited to what Meta will allow." - AJ Patel, SVP of Global Growth, U Beauty
How FERMÀT worked alongside the team.
FERMÀT became U Beauty's commerce infrastructure, a single layer that ran the shopping experience across every channel.
The transformation was in how the brand treated channels. U Beauty stopped treating each one as a separate build and started architecting a unified commerce layer for paid social, influencer, email, and beyond. Creative agents built customizable product experiences on a consistent brand design system, so every channel looked and felt like U Beauty. Conversion agents iterated layout, messaging, and product presentation as living assets, sharpening every experience over time. Personalization agents extended educational content to build customer confidence alongside purchase intent. Mobile-first deployment held consistently across every channel.
"With FERMÀT, it's really an iterative process. You're able to optimize, and ultimately come to a place where you're seeing really great conversion rate." - AJ Patel, SVP of Global Growth, U Beauty
- Unified commerce layer replaced per-channel one-off builds
- Consistent brand design system held across paid social, influencer, and email
- Living-asset iteration sharpened every experience over time
- Mobile-first across every channel
Results.
Over six months, U Beauty lifted CVR 200% on FERMÀT experiences, decreased CPA 20% across channels, and launched 4+ channels from a single platform. U Beauty is also the first published brand running on the Nostra AI integration, with FERMÀT experiences integrated directly into the site structure for SEO and tracking preservation.
FERMÀT is really mobile responsive and mobile optimized, and provides a better experience versus a traditional Shopify site. I think it’s a great product.
